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Social Marketing to Achieve Sustainability
Abstract
That sustainable practices are necessary for the earth's survival, is well documented, but how to creatively balance the needs of the multiple stakeholders of society, the economy and the earth, is a major challenge. Individuals, businesses and societies require substantial changes to how they behave with regards to the earth's limited resources. Social marketing is the application of marketing principles to behaviour change and thus has the potential to guide efforts to achieve sustainability. This chapter discusses the principles and theories of social marketing and uses them to recommend actions to achieve sustainability. Exchange theory, relationship and network theory, and critical marketing theory provide guidelines to improve the success of social marketing interventions designed to achieve sustainability.
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